65% → 49%
StatBrand Strategy
Brand consistency has fallen by a quarter over the past decade
Brands are getting less consistent. The Compound Creativity Score across 139 US and UK brands fell from 65% in 2010 to 49% in 2022, meaning brands are around a quarter less consistent than a decade ago. Average reported Brand Effects per campaign fell from 3.3 in 2011 to 2.1 in 2023.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figures 57 and 23, p. 51 and p. 24, The Creative Dividend (Effie x System1, 2026)
Go to the originalMore from this source
StatCreative quality and media support together explain most of what a campaign achievesPrincipleCreative Dividend and Excess Share of Creativity - creative advantage, then creative advantage at scaleStatCreative advantage backed by media raises the odds of market share growth in a straight lineStatThe profit payoff from creative advantage compounds rather than accumulatesPrincipleDistinctiveness turns spend into revenue, emotion turns revenue into profitStatDistinctive and emotional work multiplies profit hardest on the smallest budgetsStatCreative quality is the largest profit multiplier a marketer actually controlsWarningMarketers rank targeting above creativity, and the data says it is the other way roundStatCampaigns that deliver several business outcomes are dramatically more likely to deliver profitStatRevenue is the easy result, profit is the rare oneWarningStacking short-term objectives onto a campaign drives its chance of profit to zeroStatThe rise of short-term campaign objectives tracks platform revenue almost perfectly